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Bottom of the Pyramid Market's Consumer Behavior with Regards to Branded Personal Care Products in Karachi: a Quantitative International Journal of Business and Social Science Vol. 6, No. 6; June 2015 Bottom of the Pyramid Market’s Consumer Behavior with Regards to Branded Personal Care Products in Karachi: A Quantitative Study Dr. Zeenat Ismail Professor Department of Social Sciences& Liberal Arts Institute of Business Administration, Karachi Pakistan Muhammad Sadiq Baloch Student of Institute of Business Administration, Karachi Pakistan Abstract This study explores the consumer behavior of the bottom of the pyramid market with respect to branded personal care products via shopping and brand preference, personalized relationship and word of mouth. The main hypothesis are based on BOP consumer’s shopping behavior, brand selection and personalized affiliation, which conjectures BOP consumers to be aspiring, positively responsive to word of mouth and personal selling. Conversely, the statistical tests and results contradict the global viewpoint on BOP consumers and show a high level of unacceptability to purchase branded personal care products through personal selling or positive word of mouth. However, they prove their aspirational trait by actually buying the branded personal care products which they prefer to buy. The research also contains insinuation of the key findings and recommendations for further research. Keywords: Personal care product, personal care brand, bottom of the pyramid market, consumer behavior Definitions Personal care product:A non-medicinal consumable product which is consumed with the intention for topical care and grooming of the body and hair and which may be rubbed, poured, sprinkled, or sprayed on, introduced into, or otherwise applied to a body, for cleansing, beautifying, promoting attractiveness, or altering the appearance without having any affect on the structure of the body nor its functions. (Section 3 - Definitions) Personal Care Brand: A brand is a name and/or mark intended to identify and differentiate the product of one seller or a group of sellers (Michael J. Etzel, 2007). Personal Care Brand is a name and/or mark which differentiate a personal care product from the personal care product of different manufacturers and sellers. Consumer behavior: The decision-making process and physical activity involved in acquiring, evaluating, using and disposing of goods and services (Filipe, 2011) Bottom of the pyramid market:The concept was based on a simple premise and its concept was originally introduced to draw attention to the 4-5 billion poor, earning less than $2 a day, who are unserved or underserved by the large organized private sector, including multinational firms. (Introduction to The Fortune at the Bottom of the Pyramid, Revised and Updated 5th Anniversary Edition) Introduction As the urban markets are brimming with unwanted products and getting more and more saturated resulting into a low growth for companies serving those markets, many of the firms are now turning towards the opportunities waiting to be exploited in the bottom of the pyramid market (BOP) (Hammond, Serving the World's Poor,Profitably, 2002). “The future lies with those companies who see the poor as their customers”-Late Dr. C.K. Prahalad(Kumar, 2008) 56 ISSN 2219-1933 (Print), 2219-6021 (Online) © Center for Promoting Ideas, USA www.ijbssnet.com C.K Prahalad, an economist and consultant at the University of Michigan, asserts that the bottom of the pyramid could create a surplus of $13million in annual sales globally (Marketing: Selling to The Poor, 2005). BOP consumers which earn less than $2 a day, constitute to 75% of the world population, making it a market which has a phenomenal potential for exponential growth in sales (Prahalad, 2005). It is a market which is characterized by low purchasing power, the belief that all innovations come from the west and no or slow appreciation of high tech products. According to the research conducted by Unilever Pakistan, approximately 70% of Pakistan’s consumer market falls within the category of bottom of the pyramid market. A question rightly framed by Mr. Amir Paracha, VP Marketing Unilever Pakistan; those BOP consumers who spend more than 60% of their household income on food, will they be willing to spend the rest of their income on branded products? This remains a huge question mark for many firms operating within Pakistan which are developing both capability and strategy to penetrate into a market which has never been catered by top end brands before. One such type of brand caters to the personal care of the consumers. Personal care products can be broadly categorized into soap, shampoo, face wash, toothpaste, fairness cream and perfume (Personal care brands, 2012). C.K Prahalad titled the consumers of the BOP market as “Aspirational Poor” (Marketing: Selling to The Poor, 2005). These consumers aspire to have the same level of personal care by using the same type of personal care products which are used by top of the pyramid (TOP) market consumers. Manufacturers of top end brands saw this trait of aspiration as an exclusive opportunity to develop products which caters to the wants of the BOP market. However, the rationale behind using personal care products in such a market was way more extensive than merely copying the purchasing behavior of TOP consumers (Parente, 2010). Therefore it is imperative to study the consumption behavior of the branded personal care products of the bottom of the pyramid market. The plan is to conduct this research in one of the most populous city of Pakistan, which is Karachi. It isa city with a heterogeneous population; 12th largest and 6th most populated city in the world with an approximate population of more than 18 million ('Karachi’s population to reach 25 million by 2020', 2011). In order to conduct a research of this nature, it is important to divide the city’s household according to the socio-economic classification (SEC). In 1998 at the request of Pakistan Advertisers Society (PAS), Nielsen conducted the research which led to the development of the Urban SEC of Pakistan. This has since become a popular tool for marketers and researchers as a common currency to define urban Pakistan. Urban households are classified into SEC categories based on the education and occupation of the chief wage earner. The chief wage earner is the person who contributes the most money to the household budget. (Access to Finance Survey January 2009, 2009). The table below shows the SEC categories of the household individual who contributes the most in the overall income of the household. 57 International Journal of Business and Social Science Vol. 6, No. 6; June 2015 However researches may have been conducted after 1998 in order to update this data but they have not been made public since such data is expensive to collect and are only made available to those organizations which are willing to pay a good amount for them. Some of the personal care industry giants including Unilever Pakistan, Proctor and Gamble Pakistan and ZIL Limited posted high growth in FY11 and prior years; where by most of these companies launched several new health and personal care products in these years. Unilever Pakistan HPC Sales & Profit Graph Unilever Pakistan’s health and personal care (HPC) product sales grew by more than 18% in FY11. Moreover FY11 was a happening year for the company since they launched 6 new brands amid tough competition from other titans of this industry. The graph above clearly shows that HPC unit of Unilever Pakistan experienced cumulative growth of 74% since the last three years. Some of its major personal brands including Fair & Lovely, Ponds, Lux, Lifebouy (skin care) Lifebouy (Shampoo) and Surf Excel posted double digit growth(Unilever Pakistan, 2011). ZIL Limited, the manufacturer of Capri Soap (one of Pakistan’s most used beauty soap) is another local company which caters to the personal care needs of the customers. ZIL Limited reinvigorated and revamped the entire Capri brand in 2011 in order to better satisfy the personal care needs of their customer and increased their portfolios by launching Capri Hand Wash and Capri Face Wash (ZIL Limited, 2011). All these endeavors of launching new products by the companies within the personal care industries is a clear sign to take advantage of this growing industry and to penetrate the untapped emerging new bottom of the pyramid customers. A research conducted by Samsung Economic Research Institute in 2011 on the consumptions habit of 10,000 Korean households over the data of the past 20 years by devising its own metric for understanding trends in household income and consumer demographics were able to predict seven trends in household consumption in 2020 (Jung-Ho, 2012). The most popular trend in 2020 would be growth in the consumption of cosmetics and healthcare to resist aging. Keeping in mind the two limitations of this example which are a) Korea cannot be used as a country to generalize about all the countries of the world b) Korea has a higher proportion of aging population than Pakistan; however the example clearly indicates the importance to resist aging in the behavior of the consumers in the future. This behavior is now setting into more and more within the younger generation as well. When the top end brands will penetrate into the bottom of the pyramid market, personal care products will certainly have a high demand since the aspirational attitude of the BOP consumers will make them more aware and conscious about their personal care with the passage of time. With the above information regarding the meaning, nature and position of the bottom of the pyramid market as defined and analyzed by C.K Prahalad, socio-economic classification of the household in Pakistan, the existing status of the personal care industry within Pakistan and an estimation of the future consumption trend of personal and health care products, readers by now should have a decent idea about the key areas of the research and the important subjects taken into consideration into this research.
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